奢侈品牌迪奥在中国一线城市的新媒体营销策略研究 VIP专享VIP免费

I奢侈品牌迪奥在中国一线城市的新媒体营销策略研究摘要随着中国经济的发展，社会整体消费水平有了明显的提升，奢侈品消费在消费群体支出总量中占比越来越高。与此同时，中国网民的数量日益增加，新媒体购物逐渐成为人们购物的主要方式之一。根据美国贝恩公司 2015 年的调查发现，受访者中从互联网或应用软件上接收奢侈品信息达近 80%，将社交媒体渠道（如微博、微信等）作为奢侈品信息在线来源的达 60%左右，各大奢侈品品牌在数字化渠道上的平均花费达营销总预算的 35%，奢侈品品牌开展了前所未有的新媒体营销战。本文从介绍奢侈品的概念及奢侈品新媒体营销的相关理论出发，分析了中国奢侈品新媒体营销的现状，并针对迪奥品牌在中国开展新媒体营销可行性进行了 PEST 分析、SWOT 分析和 STP 分析，对迪奥在中国的新媒体营销体系设计提出了意见和建议。关键词：奢侈品；迪奥；新媒体营销体系IAbstractWith the development of China's economy, the overall social consumption has been promoted significantly, the consumption of luxury goods in the total consuming expense is be coming increasingly higher. At the same time, Chinese netizens is increasing, and online shopping has become one of the the irmain shopping ways. According to a survey taken by Bain Company in 2015, nearly 80% interviewers receive luxury goods information from the Internet or application software; up to 60% of the social media channels, such as Weibo, WeChat, as the online sources of luxury goods information; the big luxury brands averagely spend 35% of the total marketing budget in digital channel, anunprecedented networkmarketing warfare has been launched among the luxury brands.This paper introduces the concept of luxury goods and there lated net work marketing theories, the ananalyzes the status quoof the luxury network marketing in China. The specific PEST analysis，SWOT analysis and STP analysis for Dior are conducted, and also proposals and suggestion are presented for Dior concerning it...